Instead of removing all ads from your internet browsing experience, Adblock Plus is now trying remove the bad ads with ads that are less intrusive and less annoying. They’ll host an ad marketplace where web site owners and operators can pick out “acceptable” ads and place them on their pages where the bad ads were. When an Adblock Plus users visits their page, they’ll only see the “acceptable” ads and not the normal ones—but you’ll still see ads.

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According to Ben Williams, operations and communications director for Adblock Plus, this new Acceptable Ads initiative is supposed to be a decent “compromise between users and advertisers,” which makes some sense on an idealistic level. Without advertising, many sites wouldn’t be able to operate. This change lets web site operators keep some form of advertising while still making the experience more enjoyable for users. But if you think the idea of an ad-blocking service selling ads seems a little backwards, you’re not alone. Williams’ blog post announcing the move is already getting a lot of backlash from users. If this news has you looking for a different ad blocker, uBlock Origin is a fast, lightweight alternative.